Lurking
Last
time I wrote about the book I was reading, Measure What Matters by Katie
Delahaye Paine, I did a recap of Chapter 1. Today, I am going to do a recap of
Chapter 5. This chapter is called "How To Measure In A Social Media
World".
Something that I found very interesting in this chapter is the different levels of engagement with your customers. There are 5 different they are, in order, lurking, casual, active, committed, loyalist. Each of these are a different level of engagement the customer is in when it comes to you product or business. I am going to go the different levels and describe them.
Level 1- Lurking
The first level is where the relationships starts to grow. It can only go up from this stage. This is when you "like" their page on social media or you save their website to a bookmark on your computer. This is barely a relationship. They can see some of your posts but nothing else has really happened. I think I have this relationship with a lot of products and businesses. For example, I recently liked this little mom and pop store in Tiffin, Ohio called "Simply Susan" on Facebook. I liked their page but I haven't really engaged with them anymore than that.
Level 2- Casual
The is the second level of engagement. It is not much different from the first. The only difference is in this stage you start to show the desire to maybe have more contact. You start to subscribe to their blogs or YouTube. You might share a link to their website to a friend on Facebook. Level 2 is where most of the relationships end. Most fans or followers do not make it past this point. For example, I saw a post on Facebook about how they have new product that is a blanket that plugs into your car and is heated for the winter. I shared it Facebook with friends but that was it. I did not really look into purchasing one.
Level 3- Active
This level is where the costumer starts to get more active on social media. They might use their hashtag or comment of their Facebook page. You could also be messaging the company directly. An example for this would be when someone posts a picture on their Facebook wearing a Nike sweatshirt and they use the hashtag #JustDoIt
Level 4- Committed
Something that I found very interesting in this chapter is the different levels of engagement with your customers. There are 5 different they are, in order, lurking, casual, active, committed, loyalist. Each of these are a different level of engagement the customer is in when it comes to you product or business. I am going to go the different levels and describe them.
Level 1- Lurking
The first level is where the relationships starts to grow. It can only go up from this stage. This is when you "like" their page on social media or you save their website to a bookmark on your computer. This is barely a relationship. They can see some of your posts but nothing else has really happened. I think I have this relationship with a lot of products and businesses. For example, I recently liked this little mom and pop store in Tiffin, Ohio called "Simply Susan" on Facebook. I liked their page but I haven't really engaged with them anymore than that.
Level 2- Casual
The is the second level of engagement. It is not much different from the first. The only difference is in this stage you start to show the desire to maybe have more contact. You start to subscribe to their blogs or YouTube. You might share a link to their website to a friend on Facebook. Level 2 is where most of the relationships end. Most fans or followers do not make it past this point. For example, I saw a post on Facebook about how they have new product that is a blanket that plugs into your car and is heated for the winter. I shared it Facebook with friends but that was it. I did not really look into purchasing one.
Level 3- Active
This level is where the costumer starts to get more active on social media. They might use their hashtag or comment of their Facebook page. You could also be messaging the company directly. An example for this would be when someone posts a picture on their Facebook wearing a Nike sweatshirt and they use the hashtag #JustDoIt
Level 4- Committed
This level is where you sign up for the membership or email subscription. You are committed to this group. Enough to be talking on their behalf. This example is when someone is commenting on Nike's new ad about a certain shoe and saying something like "I love these shoes. Everyone should get a pair." Nike did not pay them to say it that. They are just saying that because they love the company and/or product.
Level 5- Loyalist
This is the final level. This level is where you, as a customer, are donating your time and money. Usually the company is asking you questions and asking you to fill out a survey. They want to know how you became a loyalist and how they can get more of consumers to come their way.
I hope you guys enjoyed this small bit of Chapter 5. Remember, you should really buy the book if any of this interests you!
Level 5- Loyalist
This is the final level. This level is where you, as a customer, are donating your time and money. Usually the company is asking you questions and asking you to fill out a survey. They want to know how you became a loyalist and how they can get more of consumers to come their way.
I hope you guys enjoyed this small bit of Chapter 5. Remember, you should really buy the book if any of this interests you!
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